Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Bleach in Kenya

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Executive Summary

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PROSPECTS

Multipurpose use of bleach

In Kenya, bleach is used for a wide range of cleaning applications. Stain removal and laundry cleaning remain the most significant.

Local brands maintain a presence

Brands such as Clenox bleach, distributed by RH Devani Ltd, are standard bleaching agents used for whites and household application. The brand is used in households as a detergent to disinfect floors, remove stains and whiten clothes, bedding and kitchenware.

Value packs remain popular

Clorox, which is supplied by Eveready East Africa as part of its diversification strategy, offers bleaching detergent in 1-litre twin packs. These value packs cater to consumers with families who, for example, do occasional or monthly shopping for such goods.

COMPETITIVE LANDSCAPE

Product offering increases

Eveready East Africa, which distributes Clorox, planned to introduce five new household and personal care products to Kenya by 2017. This shows that, despite the numerous bleach brands in the country, there is still room for manufacturers to offer what consumers really need, such as bleach that is fragranced and offers antibacterial properties.

International brands maintain their lead

Reckitt Benckiser East Africa Ltd, which manufactures Jik, enjoys high brand awareness and has a wide, well-organised distribution network through modern and traditional retail outlets in Kenya. Jik boasts strong brand heritage in Kenya as a result of its long-standing presence.

Smaller packaging to appeal to lower-income groups

Brands are standard, affordably priced and largely distributed through modern retail outlets. Smaller packaging is retailed through kiosks and market stalls to reach price-sensitive consumers.

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